Mak drills are excellent, but so are many others. Where Makita tends to lead the pack, & by a clear-air margin, is with rattlers. Nobody else's even gets close.
Not all their cordless tools are so universally excellent,however, with some being downright dreadful. Some years ago there was no end of trouble with failing 3-speed drill gearboxes, and I once briefly owned a Makita drill/hammer/rattler combi tool that was nigh on unusable. For a while their Li-ion cordless grinder was a valid contender for the absolute worst cordless tool of all time award. Hopefully the newer generation with their EC motors are better.
Some are mere gimmickry: an 18v cordless coffee dripolator anybody?
Makita never really got to grips properly with their tools' ergonomics in the way that some of their peers have. Their SDS hammers, whilst extremely powerful & good performers have always tended to be front-heavy, poorly balanced and extremely difficult to use in single handed mode or in inaccessible corners.
I've never really been a fan of their battery platform, either. Early Lithium batteries tended to have short service lives, and many tools still lack basic battery protective mechanisms, whilst the individual cells didn't especially like the Makita fast (22 min) charger. Deep &/or heavy discharge tends to shorten battery life dramatically.
In general Makita has an overall superior, more extensive range of reliable, value-for-money cordless tools than anybody else produces, which seem to go the distance. As early adopters of many new technologies, they haven't always got it perfectly right every time, but in general offer a more comprehensive, better performing & much more reliable suite of tools than their most obvious competitors - Hitachi Koki & TTI/Milwaukee.